A website offers the chance to make a lasting first impression and convert potential clients into paying customers. As an owned channel, a website allows for more customisation than third-party apps, creating a unique experience that reflects a brand’s values and provides crucial information. If that weren’t enough, a website allows for the ability to capture clients’ data, like email addresses — with permission, of course! — and gives clients a direct line of communication with you.
In today’s digital-first world, not having a website can be detrimental to your business. While the quality of the website does matter, it’s better to have something, at least initially, than nothing. This helps you rank in search engines (namely Google), allows customers to easily find contact information, and gives people a chance to learn more about your business. If we haven’t convinced you yet on why you need a website for your business, read on.
First impressions last
As we mentioned, websites are often the first impression of your business. A large number of customers visit a company’s website before making a purchase or visiting a brick and mortar location, making it a crucial touchpoint with your customers.
Having a website, and a quality one at that, allows you to control your interactions with customers online. Websites allow you to curate information, post updates, and shape your business’s reputation, all through one platform. Your website is a small glimpse of what’s to come when dealing with your business — from your products, services, customer care, and more. Making these interactions smooth and positive can aid in converting clients to paying customers.
Social media isn’t everything
We’ve said it before, but we’ll say it again — social media cannot and should not replace a website.
If your accounts shut down today and you lost all your followers, would you have any way of contacting them? A website allows potential clients to find you and interact with your company through email forms, data capture, and more. Websites allow you to stand out among the crowd and interact with your customers on a more personal level.
While we agree that social media is a great way for businesses to create brand awareness, gain credibility, and offer a point of contact before going through the effort of a bespoke website, it still doesn’t take the place of a website.
As we’ve experienced recently, social media sites are subject to outages, resulting in your business being uncontactable through their platforms. You’re also at the mercy of platforms that can decide to make major updates that directly affect your interaction with your clients (hello, algorithm changes), causing a decline in engagement. You can’t control what these third-party platforms do — leaving your business exposed and vulnerable. If social media is the only way you communicate with your potential clients, it’s time to upgrade to a website.
Business is like a relationship — people want to get to know you before they decide you’re “the one”. A website allows you to showcase what your business is all about and builds your brand story. From a detailed “about us” page that weaves an inspirational founder's story to a team profile page that showcases stellar employees, websites allow you to craft the message you want to tell about your business.
Unlike social media, a website is easy to search and information is static — not buried ten posts deep. A website helps you build credibility with your customers, steering them on the desired customer journey, and capturing data and analytics along the way. Websites allow you to connect on a deeper level with your potential client.
Infinite Customisation Options and Capabilities
Websites are the workhorse of your business. Platforms like Webflow allow near-infinite possibilities for customisation, allowing multiple pages, e-commerce, and blogs. Through APIs and integrations, your website can make use of third-party functions for even more limitless options, like our creative brief generator on our site.
For businesses that rely on product listings, integration allows property, vehicle, or job listings to automatically populate on your website, saving you time and headaches. We used this function for Cultivate, an Auckland-based recruitment company that uses an API integration to automatically feed their job listings through to their website, and People & Property, a real estate company that also uses an API integration to feed new listings automatically through to their website.
Websites provide the perfect place to capture leads. These potential customers have learned about your business through your expertly crafted website so if they contact you, they’re more qualified than tyre-kickers from social media. Set up a contact form on your site that includes questions to help steer customers to the right department, allowing you to answer their query more efficiently.
Finally, a website allows you the power to capture organic traffic. With a smart SEO strategy, you’re able to fine-tune your copy so potential customers see your business over your competitor’s.
We’re big fans of Webflow here at Glido — so much so that we’re certified experts. Webflow allows for maximum customisation with minimum-to-no code. This makes it the perfect pairing for businesses wanting to avoid a cookie-cutter website but don’t want the hassle of a fully custom-developed one.
If you’re a small business with simple website needs and just want to get a website up and running, a DIY site is a good place to start. Through Squarespace, Wix, or a WordPress template, you’ll be able to meet your basic website needs, while you learn about what customisations and integrations your site could benefit from.
However, if you’re wanting to stand out in the digital space and offer your customers a truly unforgettable experience online, we believe Webflow is best.
As certified experts, we’re able to help you navigate the platform — achieving responsive, SEO-friendly, hardworking, and highly converting websites for you. Not to mention — they’re beautiful! If you’re ready to take your website game to the next level or create your first one, get in touch with us to learn more about how we can help.